Tarrant Regional Water District Reminds Texans Why Water is Awesome

Water conservation is important throughout the year, but as summer heats up it is especially vital not to waste this precious resource. A new spot ‘Water Is Awesome,’ via agency The Richards Group, reminds us to keep Texas water on tap in a truly colourful way. Created by Lucky’s Seth Olson, illustrations with a watercolour pastiche feature splashes of hue that flow from one image to the next to emphasise the conservation message. 

Vibrant and bold, the campaign shows just how important water is to keeping North Texas cool and connected. Working from the agency’s visual references and photographs of key landmarks taken by Lucky’s Sai Selvarajan, Olson approached the project’s design and animation using ink splashes and bleeds in the watercolour-textured illustrations to give the final piece the desired organic feel. In addition to the motion spot, Lucky produced illustrations for highly-visible print deliverables, such as bus skins, so the digital message would be more widely amplified. 

“I've done some digital painting both in personal projects and for commercial work at Lucky. This was the largest and most challenging collection to date, and working with the agency - albeit remotely - was really terrific,” says Seth. “Water conservation has always been important to me. It Is both an honour and a privilege to work on a piece that is both aesthetically and ethically rewarding.”